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What is Brand Management?

What is Brand Management?

Brand management is a strategy to maintain, improve, and strengthen a company's brand image, product, or service. It is done to achieve a favourable perception of a product or service among consumers, employees, and others.

There is no doubt that the importance of brand management is getting more and more attention lately. From the rise of social media to the growth of the mobile industry, brands are being pressured to become more innovative and creative to survive and compete in the market. In fact, according to a study conducted by the Global Web Index (GWI), consumers' expectation of finding quality content online is increasing. As a result, it is now more important than ever to have an effective and efficient content marketing strategy. However, content marketing isn't a one-size-fits-all strategy as with any other marketing tool. 

While some might argue that content marketing is simply about delivering compelling content, others see it as a strategic communications channel that you must closely coordinate with the broader marketing and customer experience plans. This post explores the difference between content marketing and brand management in terms of how each strategy aligns with different businesses and what each entails.

Brand management is the practice of managing brands for business growth. Brands are the promise of something, and they carry much weight. For example, a brand like Amazon is built on a reputation for delivering quality products at affordable prices.

Brand management involves the development, implementation and evaluation of brand strategies.

What is brand management?

What Is Brand Management

Brand management creates a unified image that consumers recognise and understand as one company. Companies have realised that effective branding is the best way to succeed in a market that is becoming increasingly competitive.

Brand management aims to establish a consistent image in customers' minds. This means building a brand and communicating that brand consistently to the public. A successful brand is a reflection of the company's core values and vision of the organisation.

Branding is one of the primary goals of business and marketing strategies. It allows companies to develop an identity separate from their competitors. A company with a well-established brand is more likely to maintain its position, attract clients, and earn higher profits.

Brand Management Defined

Brand management involves planning, managing, and implementing a brand strategy. It is a term that encompasses various activities, such as product development, customer service, and advertising, as well as public relations and internal communications.

A brand is a set of ideas that represent the company and its products. It is also the set of feelings that consumers experience when they think or talk about the brand. Branding is more than just an advertising campaign; it includes consumers' brand perceptions.

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The brand's identity comprises the brand's purpose, image, and corporate values.

Brand Management Functions

There are two broad categories of brand management:

  1. Marketing
  2. Brand strategy

Marketing uses a company's resources (including money, time, and people) to create or support a brand. It involves researching, planning, and executing strategies to achieve brand objectives.

A brand strategy is a plan that details the direction a company is taking to achieve its goals. It often begins with developing the brand's identity and creating the next generation of products.

To brand a company successfully, marketing professionals must consider the company's strengths and weaknesses, target markets, industry, and competitors. They must also identify their brand's positioning and communicate that to customers.

Brands Are Not Marketing Plans

Branding is a long-term process that does not begin with a marketing plan. Branding is a process that builds a company's image, products, and services into a cohesive whole.

To effectively brand a company, marketing professionals should start by understanding the company's unique selling proposition and its competitive environment. This is done through research, market analysis, and customer segmentation.

Once they have identified the best approach to their brand, marketing professionals must develop a strategy that achieves a positive outcome. The brand's positioning is the point of differentiation that sets the company apart from competitors and establishes the brand as a trustworthy and dependable source.

It is important to remember that branding should be part of every marketing and sales strategy.

More relevant, unique, and trustworthy brands will enjoy better success in a competitive market.

Three brand management tips

Brand Management Tips

The process of managing your brand is vital to the long-term success of your business. Your brand should be consistent across all channels and devices, ensuring it delivers the same message to every consumer.

Branding experts recommend that brands manage their messaging to meet specific customer needs across all channels.

For example, a brand might aim to educate consumers about a new product or service, but it might do so through different mediums. To promote a new food or beverage, you must inform customers about the healthy ingredients and nutritional benefits. However, if your new product has been in development for years, it's essential to focus on the experience of the product rather than its scientific aspects.

Managing your brand is an ongoing process that requires constant attention and effort. It's essential to make changes, monitor and analyse results, and identify ways to improve your strategy. Here are three tips to keep in mind for managing your brand.

1 – Focus on the Long Term

When creating your branding strategy, think about the long term. Think about what you want your brand to mean to your customers and how you want it to look on the shelves of their local store.

While short-term strategies are essential for getting products into stores, it's also important to consider the long-term. Consider how the product will evolve when thinking about your brand's messaging. What should it look like after a year? After two years? After five years?

As your brand grows, it's essential to continue to build on the existing brand and develop new strategies for communicating its unique identity.

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2 – Be Consistent

It's important to keep your branding consistent across all channels. You must focus on delivering the same message digitally or in person.

Consider your brand's different messaging across the following channels:

  • Store
  • Website
  • Social media
  • Email
  • Mobile

3 – Be Flexible

It's crucial to adapt your branding to the needs of your customers. Consider changing your branding to fit the platform it's being delivered on. For example, delivering the same message through text is more manageable than email.

Similarly, you should consider adapting your messaging to the type of platform it's being delivered on. If you're delivering an email, it may make sense to add pictures or videos to help the viewer understand your message.

Think about the platform your audience is most comfortable with, and don't be afraid to adjust your messaging to fit the medium.

Basic brand management principles you need to know

Brand management principles are essential for every business. Whether you are looking for a new brand or rebranding an existing one, you need to consider the following:

  • What is your brand's position?
  • Who are your target customers?
  • Where do your customers live, and how are they located?
  • What does the market look like?
  • How can you create a brand that reflects who you are and where you want to go?

Brand Management Principles

Brand management principles are based on the brand positioning strategy, which is used to determine the goals and objectives of a brand. You should know your brand positioning before making any decisions, such as rebranding or creating new branding strategies.

Regarding brand management, it's critical to understand that the customer is always right. A brand must always be flexible, adaptable, and responsive to changing market conditions.

It's also important to ask yourself whether your brand is consistent with your values and core beliefs. If your brand doesn't reflect who you are, what you stand for, and your goals, then it's time to create a brand that does.

What is the brand's position?

A brand's position is the reason for its existence. It helps you to understand and communicate your brand's purpose, vision, and values. Customers need to know why you exist and what you want to accomplish.

When deciding on a new brand name, consider the type of consumers your brand targets and what makes them choose you over your competitors. Consider the following questions to help you build a brand positioning strategy:

  • What are your brand's core values?
  • What is your brand's mission statement?
  • What are your brand's key messages?
  • What is your brand's tagline?

Who are your Target Customers?

A brand's target customers are the people and businesses that buy and use its products and services. They have specific needs and expectations, so it's essential to understand their current and future needs and how they compare to your brand's offerings.

Where Do Your Customers Live, and How Are They Located?

A brand's physical location is determined by the geographical areas where customers can reach your brand. Think about the areas where your target customers live and work.

Consider the following questions to help you decide on the right location for your brand:

  • Where are your target customers living?
  • Where are your target customers working?
  • Are your target customers local or global?
  • Are your target customers located in urban or rural settings?
  • Do your target customers live in cities, towns, suburbs, or the countryside?
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What Does the Market Look Like?

A brand's positioning depends on where your target customers are in the market. Market size also influences your brand's positioning, and it's critical to understand your target market, customers, and your competition's strategies.

To understand what your market looks like, it's essential to define the critical points in your market, such as:

  • What are your brand's strengths and weaknesses?
  • What are your brand's main benefits and drawbacks?
  • What are your competitors' strengths and weaknesses?
  • What are your competitors' strengths and drawbacks?
  • What are your competitors' main benefits and drawbacks?

How Can You Create a Brand That Reflects Who You Are and Where You Want to Go?

Brand management involves three significant steps: defining, managing, and executing.

Defining your brand is the first step, and it's the most important.

The process starts with defining the brand's positioning. Once you know your brand's positioning, you can establish a clear definition of what your brand stands for.

Managing your brand is the second step. It's all about identifying and maintaining your brand's position.

Executing your brand is the final step. It's about implementing your brand strategy, communicating your brand's vision, and delivering your brand's promise to your customers.

Brand management strategies you can't ignore

Best Brand Strategist

According to Forbes, companies with effective brand management are more likely to succeed. Brands have the power to transform consumers' expectations and opinions and to influence their behaviour and purchasing decisions.

Whether or not you want to call it brand management, you should have strategies to manage your brand and protect it. These can include:

  • Promoting and developing your brand through advertising, marketing, public relations, and media.
  • Protecting your brand against legal issues and product defects.
  • Maintaining and enhancing the image of your brand.
  • Responding to your brand's reputation and public perception.

What Is the Best Brand Management Strategy?

A brand manager focuses on managing the image of a company. They ensure that employees consistently promote and market the company's identity and that its actions are consistent with its image.

A brand manager is responsible for protecting a brand from lawsuits, product defects, and other risks. They may investigate a brand's competitors to discover how they use the same identity.

As part of brand management, a brand manager helps to shape a brand's reputation in the eyes of the public. A brand manager can help shape the brand's reputation and image by identifying potential threats and opportunities.

Brand managers can use the following:

  • Brand protection policies to maintain the integrity of a company's brand and trademarks.
  • Product labelling to ensure that consumers know how to use the products.
  • Business laws protect your business from liability.

If you want to learn more about brand management, start by identifying your needs. To improve your brand, you need to know what your brand means to you and your customers. You should also know what your brand stands for in the marketplace. Once you have a firm understanding of your brand, you can implement the best brand management strategies.

Outsourcing brand tasks to a brand management agency

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When building a business, a crucial decision must be made β€” whether to outsource. Most businesses don't consider outsourcing until they're already running a small business, and they make this decision based on many factors, including cost, control, and speed.

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Let's look at some of the pros and cons of outsourcing.


1 – You Save Time

When you manage your brand, you must do everything, from advertising to creating content to managing customer relationships. In most cases, brand tasks require more time and effort than others. But when you outsource, you can leave that work to someone else.

Outsourcing means you won't have to worry about scheduling, creating content, and managing customer relationships. Instead, you can spend your time on other areas of your business that add more value to your business. For example, you might focus on marketing, developing new products, or building a sales team.

2 – You Gain Control

When you manage your brand, you'll spend much of your time on the details of running a business. That includes managing finances, working on your website, or ensuring your product or service meets customer expectations.

But that's not always the most fun thing to do, and it doesn't mean you're doing a great job at what you're doing. When you outsource, you gain the freedom to choose to work on what you enjoy. You also gain control over your brand since you're in charge of your decisions.

3 – It's Cheaper

If you're starting a business, you might feel overwhelmed by the amount of work involved in running the business. And since every business has different needs, it's hard to find the best person to handle each task.

That's why hiring a brand management agency can be a smart way to save money and start your business faster. The agency will do the marketing for your brand, and you only pay them for the time they spend on your tasks.

4 – You Get More Clients

In the world of digital marketing, people are looking for businesses that are transparent, trustworthy, and easy to work with. When you manage your brand, you must prove that you can meet all those demands. That cannot be easy to do, and it costs money.

However, if you outsource your brand to an agency, that's not your responsibility. They'll handle all the brand building for you, so you only need to market your product or service. Your focus is on helping your clients succeed.


1 – You (Can) Lose Control

One of the most fantastic perks of owning a brand is being in charge. You choose what to do, how to do it, and how to improve it. But if you outsource your brand to an agency, you'll give up all control of your business.

You can't make any changes to your website or your social media profiles, and you can't update your email signature or contact information.

2 – You Have To Pay Twice

If you decide to outsource, you must understand that you're paying twice.

First, the agency will handle your brand on your behalf, so you'll have to pay them. After that, you'll also have to pay them for their time on your tasks. So even though you didn't do the work yourself, you'll still be responsible for paying your employees.

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3 – It Can Take Longer

Some of the tasks you'll outsource include:

  • Developing new products
  • Building a marketing campaign
  • Finding new customers
  • Updating your website
  • Getting new customers

You'll have to wait for the agency to complete the tasks when you outsource. While you can track your progress, you'll be waiting to find out what's been done and what hasn't.

So what should you do?

In a perfect world, you'd have enough time to do all the tasks yourself, and you'd be able to outsource only the ones that are too time-consuming for you to complete.

But the truth is that some brand tasks are too complex for one person to handle. To build a successful business, you must delegate some of those tasks to someone else. And that someone is often a brand management agency.

With that in mind, here are some questions to ask before deciding to outsource your brand:

  1. How much time will it take to outsource your brand?
  2. What will I need to manage the outsourced brand?
  3. What are the pros and cons of outsourcing?


What is brand management?

Brand management is the process of developing and managing a brand that has a consistent image. It involves defining the company's image, creating a brand strategy, and implementing it.

Who does brand management?

Brand managers are usually responsible for a company's marketing and advertising strategy. They also manage the company's finances.

What are the most important things a brand manager needs to know?

The most important things a brand manager needs to know are the company's goals, vision, and values.

What's the difference between marketing and branding?

Marketing is the process of promoting products or services. Branding is the process of establishing and maintaining a brand.

What is the difference between a logo and a trademark?

A logo is a visual representation of a company's brand. A trademark is a word, phrase, or symbol that identifies a company's product or service.

What is a brand promise?

A brand promise a company makes to its customers about its product or service quality. A brand promise statement is a written document explaining a company's promise to its customers. It is often used in advertising and marketing. A brand promise plan is a written document that tells the story behind a company's brand promise.

Wrapping Up

Brand Management has been around for decades, but it's becoming increasingly important. Brand Management is about taking a product or service and managing its reputation, meaning managing its visibility and ensuring that it gets seen.

One of the best ways to manage a brand is to ensure it's well-branded. That means you need to know who your audience is, what they like and how you can best connect with them.

You also need to know what you're selling and how you can best promote it. Brand Management is all about creating a successful online presence.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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